Glossier
Facebook · Instagram · Audience Network · Video
The ad
Build your own set with the pieces you love most. Fragrance and makeup, made your way.
Build your dream fragrance set
Shop nowThe funnel behind it
Offer: SAVE 15% BY BUYING THESE ITEMS TOGETHER
Funnel score
8-point CRO breakdown
How well the landing page behind the ad is built to convert, scored across 8 factors: offer, copy, speed, trust, mobile, message-match, CTA, and social proof.
This page does well at offering clear customization (choose your own scents from two bottles) and includes social proof via a 5-star review. However, it struggles with mobile responsiveness—the layout appears cramped and difficult to navigate on smaller screens. The headline "Fragrance Duo" is generic and doesn't match the ad's promise to "build your dream fragrance set." The page speed is poor (45/100), which will hurt conversion. The offer clarity is good (15% savings is explicit), but the CTA button placement and prominence could be stronger, and trust signals beyond one review are minimal.
What this funnel does right. Steal these.
- Offer clarity8/10
Where it's weak
- Mobile experience3/10
- Message match3/10
- Headline4/10
- Page speed5/10
- Trust signals5/10
- Social proof5/10
Full breakdown
Call to action
6/10The 'Add to bag' button is present but lacks urgency, prominence, or visual distinction to drive immediate action.
- 'Add to bag' button is clearly labeled and functional
- Button appears multiple times on the page (after product selection and in related items section)
- Button styling is muted (gray/neutral color) with no contrasting color to stand out
- No urgency language like 'Buy now,' 'Get yours,' or scarcity messaging
- Button placement requires scrolling past lengthy product description before first CTA is accessible
Page speed
5/10PAGESPEED_SCORE of 45 converts to approximately 4.5/10, indicating slow page load times that will negatively impact conversion.
- Page speed score of 45/100 is well below acceptable thresholds
- Slow load times will increase bounce rate and reduce mobile conversions
- Multiple high-resolution product images likely contributing to performance issues
Trust signals
5/10Limited trust signals beyond one customer review; no security badges, guarantees, or brand credibility markers visible in primary sections.
- One authentic 5-star customer review with specific product benefit mentioned
- Glossier branding visible (established brand)
- Only one review—no aggregate rating or review volume to build confidence
- No visible security badges, return policy, or money-back guarantee in primary sections
- No 'bestseller' or 'most popular' badges visible on the product
Mobile experience
3/10The page layout appears cramped and difficult to navigate on mobile; text is small, buttons are narrow, and the scent selection interface is not optimized for touch.
- Images are responsive and visible on mobile
- Scent selection buttons (YOU, SOIE, DOUX, FLEUR) are small and difficult to tap on mobile
- Long scrolling required to reach CTA—poor mobile UX
- Text size appears small relative to mobile viewport, reducing readability
Headline
4/10The headline 'Fragrance Duo' is generic and doesn't convey the customization benefit promised in the ad.
- Headline is visible and prominent at the top of the product section
- Doesn't match ad headline 'Build your dream fragrance set'—misses the personalization angle
- Generic product name doesn't communicate the value proposition
- No benefit-driven language like 'build,' 'customize,' or 'create'
Social proof
5/10One 5-star review from 'Compliment Getter' is visible lower on the page, but it's minimal social proof for a product page.
- 5-star rating displayed with customer review ('I own so many perfumes and this one gets at least one compliment every time I wear it')
- Review is authentic and specific to the product benefit
- Only one review shown—no aggregate rating or review count visible
- Review is positioned far down the page, not near the CTA
- No other trust signals like 'bestseller' badges or customer count visible in primary sections
Message match
3/10The ad promises 'build your dream fragrance set' with customization, but the page headline is generic 'Fragrance Duo' and the customization is presented as a duo (2 bottles) rather than a broader 'set' building experience.
- Page does allow choosing your own scents, matching the 'build your own' concept from the ad
- Ad headline 'Build your dream fragrance set' doesn't appear on the page—page uses generic 'Fragrance Duo'
- Ad primary text mentions 'fragrance and makeup' but page only shows fragrance
- Limited to 2 bottles, not a full 'set' building experience as ad suggests
Offer clarity
8/10The 15% savings offer is clearly stated, and the customization mechanic (choose two scents) is explicit with labeled options.
- 15% savings clearly labeled as 'SAVE 15% BY BUYING THESE ITEMS TOGETHER'
- Two 50ml bottles with scent options clearly displayed (Pink Pepper/Iris/Ambrox and Rice Milk/Evening Jasmine/Ambrox)
- Price shown as $139 (crossed out $154) making the discount visible
- No clear explanation of what 'Fragrance Duo' includes until scrolling past the product images
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